In an industry dominated by pinstripe suit traditionalists, Merlin McCormack—better known as the Duke of London—stands out like a Testarossa in a white-van convoy . At just 30 years old, he’s built a cult following as Britain’s most unconventional classic car dealer, blending sharp business acumen with a roguish charm, like the evolved version of Terry Tibbs second-hand car salesman.
From £32 Peugeots to a Multi-Million Pound Empire
McCormack’s story begins at age 11, when he bought his first car—a Peugeot 205—for £32 and one pence on eBay. “The seller was fuming,” he laughs. “My mum had to pick it up.” By the time he could legally ride a moped, he was already wheeling and dealing Vespas, honing the instincts that would later define his business.
In 2012, he spotted an opportunity in the rising classic car market and launched Duke of London—a name borrowed from his old college Instagram handle. What started as a scrappy operation in a tiny showroom has since snowballed into a West London automotive empire, complete with luxury storage, a café, and high-profile events.
The Antagonist of the Classic Car World
McCormack’s unorthodox approach ruffled feathers early on. While established dealers scoffed at selling cars on Instagram, he pioneered social media sales, turning his page into a digital showroom. “They thought I was mental,” he grins. “Now they all have teams running their accounts.”
His playful persona— Retro spectacles, impeccably ironed white tee and a penchant for theatrics—has become part of the brand. But it hasn’t always been smooth driving. “When I was 21, people assumed it was my dad’s business,” he admits. “Now, they take me seriously—or maybe I just look older.”
More Than Just a Car Dealer
Today, Duke of London is a lifestyle brand, though McCormack insists it happened organically. “People just wanted to be part of what we’re doing,” he says. The business now offers concierge storage for supercars, with clients often making last-minute requests—like delivering a car to a private jet at 2 a.m.
His latest venture, a sprawling new showroom, is already too small. “We’re looking for more space,” he admits. Yet despite the growth, he’s determined to keep the experience personal and fun—a far cry from the stuffy dealerships of old.
The Future of Classics
McCormack has a keen eye for trends. While pre-war cars decline in popularity, he’s betting on ’80s and ’90s icons—the “poster cars” of millennials now entering the market. As for electrification? “There’s a place for it, but it’s not for me.”
Ten years in, the Duke shows no signs of slowing down. “We want to stay true to our roots,” he says. “But we’ve got big plans—just don’t expect us to take ourselves too seriously.”
Would you buy a used car from this man? If you’re after adventure, personality, and a damn good story—absolutely. Follow the Duke’s latest antics @dukeoflondon.
By Horst A. Friedrichs for collectorscarworld
